on hand because such a tactic increases the social validation of the product in the mind of the buyer. When customers feel that something is more popular, they spend more money to acquire it, even if there is no proof other than the salesperson's word. So it is with advertising: Simply asserting that a product is in super-high demand or that it is the most popular or fastest selling, etc., seems to provide proof enough! When consumers think a product is popular, that's often all they need to go out and buy We are social animals. We all have an innate desire to belong to a social group. It is precisely because we value this sense of belonging so highly that the more other people find an idea, trend, or position appealing or correct, the more correct that idea becomes in our own minds. We tend to change our perceptions, opinions, and behaviors in ways that are consistent with group norms. Even if we don't admit it, or maybe even realize it, we care about what others think. As such, we use others' behavior as a guide in establishing the standard for the choices and decisions we make.

Researchers from Arizona State University reported that before one of Billy Graham's televised crusades, his organization had coached thousands of volunteers on when to come up front, when to sing, and when to clap, all to give the appearance of great, religious intensity. People manning the phones were even instructed to pretend they were talking to people when the camera came their way so it appeared as though they were getting a huge volume of calls. This would give social validation to the at-home audience that this charity was popular and an acceptable organization to which to donate your money.

Your video rental stores use social validity as a means of increasing rentals on high-profit movies. Older movies return the highest profit for video rental stores. When storeowners noticed that many customers check the return stacks to see what videos other people were watching, they had workers put older movies into the return bin. Social validation increased the rentals of the older movies significantly.

The more a brand is advertised, the more popular and familiar it is perceived to be. We as consumers somehow infer that something is popular simply because it is advertised. When people are buying gifts for others, social proof is one of the most effective tactics that a salesclerk can use."

Many salespeople find great success in telling clients that a particular product is their "best-selling" or "most popular" on hand because such a tactic increases the social validation of the product in the mind of the buyer. When customers feel that something is more popular, they spend more money to acquire it, even if there is no proof other than the salesperson's word. So it is with advertising: Simply asserting that a product is in super-high demand or that it is the most popular or fastest selling, etc., seems to provide proof enough! When consumers think a product is popular, that's often all they need to go out and buy i

s a guide in establishing the standard for the choices and decisions we make.

Researchers from Arizona State University reported that before one of Billy Graham's televised crusades, his organization had coached thousands of volunteers on when to come up front, when to sing, and when to clap, all to give the appearance of great, religious intensity. People manning the phones were even instructed to pretend they were talking to people when the camera came their way so it appeared as though they were getting a huge volume of calls. This would give social validation to the at-home audience that this charity was popular and an acceptable organization to which to donate your money.

Your video rental stores use social validity as a means of increasing rentals on high-profit movies. Older movies return the highest profit for video rental stores. When storeowners noticed that many customers check the return stacks to see what videos other people were watching, they had workers put older movies into the return bin. Social validation increased the rentals of the older movies significantly.

The more a brand is advertised, the more popular and familiar it is perceived to be. We as consumers somehow infer that something is popular simply because it is advertised. When people are buying gifts for others, social proof is one of the most effective tactics that a salesclerk can use."

Many salespeople find great success in telling clients that a particular product is their "best-selling" or "most popular" on hand because such a tactic increases the social validation of the product in the mind of the buyer. When customers feel that something is more popular, they spend more money to acquire it, even if there is no proof other than the salesperson's word. So it is with advertising: Simply asserting that a product is in super-high demand or that it is the most popular or fastest selling, etc., seems to provide proof enough! When consumers think a product is popular, that's often all they need to go out and buy

e getting a huge volume of calls. This would give social validation to the at-home audience that this charity was popular and an acceptable organization to which to donate your money.

Your video rental stores use social validity as a means of increasing rentals on high-profit movies. Older movies return the highest profit for video rental stores. When storeowners noticed that many customers check the return stacks to see what videos other people were watching, they had workers put older movies into the return bin. Social validation increased the rentals of the older movies significantly.

The more a brand is advertised, the more popular and familiar it is perceived to be. We as consumers somehow infer that something is popular simply because it is advertised. When people are buying gifts for others, social proof is one of the most effective tactics that a salesclerk can use."

Many salespeople find great success in telling clients that a particular product is their "best-selling" or "most popular" on hand because such a tactic increases the social validation of the product in the mind of the buyer. When customers feel that something is more popular, they spend more money to acquire it, even if there is no proof other than the salesperson's word. So it is with advertising: Simply asserting that a product is in super-high demand or that it is the most popular or fastest selling, etc., seems to provide proof enough! When consumers think a product is popular, that's often all they need to go out and buy

return bin. Social validation increased the rentals of the older movies significantly.

The more a brand is advertised, the more popular and familiar it is perceived to be. We as consumers somehow infer that something is popular simply because it is advertised. When people are buying gifts for others, social proof is one of the most effective tactics that a salesclerk can use."

Many salespeople find great success in telling clients that a particular product is their "best-selling" or "most popular" on hand because such a tactic increases the social validation of the product in the mind of the buyer. When customers feel that something is more popular, they spend more money to acquire it, even if there is no proof other than the salesperson's word. So it is with advertising: Simply asserting that a product is in super-high demand or that it is the most popular or fastest selling, etc., seems to provide proof enough! When consumers think a product is popular, that's often all they need to go out and buy

on hand because such a tactic increases the social validation of the product in the mind of the buyer. When customers feel that something is more popular, they spend more money to acquire it, even if there is no proof other than the salesperson's word. So it is with advertising: Simply asserting that a product is in super-high demand or that it is the most popular or fastest selling, etc., seems to provide proof enough! When consumers think a product is popular, that's often all they need to go out and buy it.

The creation and use of social validation is rampant: Clubs make their spots look like "the place to be" by allowing huge waiting lines to congregate outside their facilities, even when the place is practically empty inside. Salespeople often recount the many other people who have purchased the item in question. Sales and motivation consultant, Cavett Robert, said it best: "Since 95 percent of the people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof we can offer."

The Law of Social Validation is in action all the time, everywhere: publicly passing the donation plate to help with a community project; doing the wave at sporting events; going to popular dance clubs when you don't enjoy the surroundings; being afraid to raise your hand in class to ask a question; franchise owners having their athletes sign their contracts in public; stacking the top ten most popular books right in the entryway of a bookstore; choosing restaurants according to which have the longest lines or the most cars; choosing movies according to which ones everyone is talking about; washing our hands in public restrooms only when somebody else is watching; and restaurants seating their first patrons near the window for everyone else to see.

Sometimes theaters even employ "professional audience members," or claques, to start laughter, clapping, and even standing ovations! When audience members see others stand and cheer or applaud, they are more inclined to do so. Performers commonly "salt the tip jar" by placing some money in the jar themselves. When people see that others have already made contributions, they assume this is the appropriate and acceptable thing to do. Salting the tip jar is a common practice among pianists, bartenders, bus drivers, and even the homeless on the street. Even in churches, the practice of "salting the collection plate" is often employed. People are more inclined to donate if they are passed a plate that already holds some bills.